#dfb2b 2015 - alex ballering, an exciting journey to real roi
TRANSCRIPT
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COVER PAGE SUBTITLE PLACEHOLDER
COMPANY CONFIDENTIAL
…TO STRUCTURE YOUR DIGITAL MARKETING APPROACH
HOW…
Alex BalleringGlobal Digital Marketing
NXP Semiconductors
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NXP…
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Our environment
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Digital Future of Business 2 Business…
June 26, 2015 COMPANY INTERNAL4.
• (online) marketing is…
• Real Time
• Customer Focused (individual, customer and
aggregated)
• Channel Agnostic
• Relevant continuous profiling (contact and
interest)
• Resource allocation
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How did we know how to serve John and Steve?
June 29, 2015 COMPANY INTERNAL5.
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We LISTEN to our target audience
June 29, 2015 COMPANY INTERNAL6.
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You have…
June 26, 2015 COMPANY INTERNAL7.
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And…
June 26, 2015 COMPANY INTERNAL8.
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June 26, 2015 COMPANY INTERNAL9.
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Audiences…?
June 26, 2015 COMPANY INTERNAL10.
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Channels…?
June 26, 2015 COMPANY INTERNAL11.
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Assets…?
June 26, 2015 COMPANY INTERNAL12.
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It is all about…
June 26, 2015 COMPANY INTERNAL13.
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You visit our website…
So we know you are interested
June 26, 2015 COMPANY INTERNAL14.
Interested in what??
NXP offers >15.000 different products
Price range can differ factor 20.000 per piece
Some products do 1 thing…
Others can be programmed to do anything
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Relevance is key…
June 29, 2015 COMPANY INTERNAL15.
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So what do we do??
June 29, 2015 COMPANY INTERNAL16.
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• Select the right audience
• Use the right channels
• Connect all the activities
• Measure and monitor towards results
We have to make sure we can…
June 26, 2015 COMPANY INTERNAL17.
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1. Selecting the right audience:
Continuous profiling
June 26, 2015 COMPANY INTERNAL18.
Demographics
Account / CBG
Geography/
Language
Contact profiling Activity and interest profiling
Job role
Engagement
Interest
(Product/application/so
lution interest)
Origin
Transactions • Webinars,
• White papers,
• Software,
• Analytics,
• Trainings,
• Services,
• Samples
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1. Selecting the right audience:
Structure the interest
June 26, 2015 COMPANY INTERNAL19.
• In our case, we measure product
interest 4 levels deep• Products-Microcontrollers-Cores-
CortexM0-M0+
• Simple implementation: • Labeling your pages and assets
• Complex implementation:• Profiling algorithm tools
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2: Define the right channels
Label the channels/CTA you use
integrated_BaiduUSBTypeC-web_advertising_search-07_01_15
download_whitepaper_chs
Action_object_language
Type of campaign_description-Channel-start date of this activity
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3. Understand the results:
Grouping activities to the project
Grouping project
budget, owners
and products
Grouping project
marketing activities
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4. Measure and monitor towards results
Monitor financial
targets
Understand and
monitor the funnel
conversions
Monitor the activity
levels over time
Monitoring the new
contacts
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When done right, it…
June 29, 2015 COMPANY INTERNAL23.
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…serves multiple stakeholders
June 29, 2015 COMPANY INTERNAL24.
Campaign manager• Closed loop reporting against
campaign goals
• Timely campaign management
• Analyse performance accross / per
channel
Account manager• Deep customer insights, behavior and
interest areas
• Opportunity management
• Customer social insights
Product Manager• Product / application / solution
interest
• Customer trends
• New customer identification
• Product focused social trends
Content /Media manager• Content effectiveness
• Content conversion
• Channel analysis
• Optimizing media mix
UX manager• Site conversions
• Path tracking
Marcom management• Overall digital performance
• Resource allocation
• Reporting
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… keeps our users UP-TO-DATE
June 29, 2015 COMPANY INTERNAL25.
Shots taken from our live
Sales
Engagement
Dashboard
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Cross Channel Dashboards +
Ad hoc analytics
Mo
bile
Marketing
Intelligence
DWH
Decision support
Inbound marketing / engagement
We
bsite
So
cia
l
Em
ail
Su
pp
ort
SalesD
ire
ct a
cco
un
ts
SE
O/S
EA
Ind
ire
ct a
cco
un
tsChannel specific reports
Customer behaviour Targeted content & CTA’s
Linked data
Cross Channel reports
We use a fully equiped platform…
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Wow… sounds and looks complex
June 29, 2015 COMPANY INTERNAL27.
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But most important, is that you…
June 29, 2015 COMPANY INTERNAL28.
Structure…
Product assets
Marketing assets
Marketing approach
Learn…
From your customers
From every step
Continuously
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June 29, 2015 COMPANY INTERNAL29.
http://www.linkedin.com/in/alexballering
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